Environmental Design | 360 Marketing Campaign

2023 US Open Equity Experience

Honoring 50 Years of Equal Prize Money Through Interactive Storytelling

In 2023, the US Open commemorated a pivotal moment in sports history: the 50th Anniversary of Equal Prize Money. To celebrate, the tournament introduced the US Open Equity Experience—an interactive, immersive activation that brought to life the story of how tennis has evolved into a more equitable game.

Designed as a dynamic, three-part booth located within the Billie Jean King National Tennis Center, the activation educated and inspired fans through historical storytelling, digital engagement, and interactive photo moments—paying homage to the legends who paved the way, and spotlighting the work still to come.

Project Scope

I supported the experience concepting, content strategy, and branded environmental design in partnership with the USTA and the US Open.

Deliverables

Multi-bay booth layout and interactive journey mapping
Visual storytelling and graphic design for each bay
Messaging strategy for DEI storytelling and education
Digital engagement design (LED display content, trivia, selfie station prompts)
Social integration and lead capture strategy

The Experience

Bay 1: Timeline Wall – The Past

This section immersed guests in the legacy of equity at the US Open, with a vibrant, visually rich timeline of key milestones and influential figures.

Interactive iPads let fans dive deeper into personalized stories.
Highlights of diverse players, DEI moments, and iconic quotes inspired connection and reflection.

Bay 2: LED Display & Learning Lounge – The Present

At the center stood a bold LED installation delivering dynamic DEI content:

A looping content schedule including trivia, event promos, and the official “Equality” video narrated by Venus Williams.
Entry pillars celebrated legendary changemakers with powerful quotes and inclusive rainbow elements.
Educational messaging explained the difference between equality and equity.
Charging stations and bench seating created a natural rest-and-learn space.

Bay 3: Selfie Station – The Future

On the right side, fans stepped into a 360° photo experience:

A fully immersive Arthur Ashe Stadium wrap and crowd audio brought the moment to life.
Users captured gifs with branded overlays and #BeOpen messaging.
Additional static selfie walls, including original art by Camila Pinheiro, expanded the shareable content.
On-site ambassadors guided guests through the process, while email capture allowed for post-event engagement with DEI initiatives.